MODELS OF MARKETING SIMULATIONS FOR SMES IN ROMANIA: STRATEGIC GAME FOR MARKETING MIX SIMULATION Cover Image
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MODELS OF MARKETING SIMULATIONS FOR SMES IN ROMANIA: STRATEGIC GAME FOR MARKETING MIX SIMULATION
MODELS OF MARKETING SIMULATIONS FOR SMES IN ROMANIA: STRATEGIC GAME FOR MARKETING MIX SIMULATION

Author(s): Luminița Pistol, Rocsana Ţoniş (Bucea- Manea)
Subject(s): Economy
Published by: Addleton Academic Publishers
Keywords: SME marketing simulation game strategy; marketing mix; budget; linear programming

Summary/Abstract: SMEs in Romania are facing a lack of funds for financing, poor information, inadequate legislative restrictions for developing the economic environment, low level of accessing European funds etc. Funding problem could be partially solved if the marketing department did different marketing simulations before making the marketing budget and the business plan. In this article we review some of the marketing simulation models that can be achieved without the need for investment and as a case study we have chosen to simulate a marketing mix strategy using strategic games.

  • Issue Year: VI/2014
  • Issue No: 1
  • Page Range: 501-509
  • Page Count: 9
  • Language: English